Devender Kumar

About Devender Kumar

Cofounder at North Theory | Growth Systems Through Strategy & Performance…

Experience

1. Senior Manager Performance Marketing (Ottplay)

   HT Labs

   Feb 2025 — Present · Gurugram, IN

   Lead comprehensive performance marketing initiatives across digital channels, driving user acquisition and revenue growth through data-driven strategies and advanced campaign optimization.• Architect and execute sophisticated Google Ads/SEM campaigns across Search, Display, Shopping, and YouTube, achieving 40% improvement in ROAS through advanced bidding strategies, keyword optimization, and audience targeting• Spearhead mobile app marketing strategy encompassing user acquisition (UA), retention campaigns, and lifecycle marketing, resulting in 60% increase in app downloads and 35% improvement in 30-day retention rates• Pioneer Performance Max campaign innovations, leveraging Google\'s AI-driven automation to expand reach across all Google properties, delivering 25% increase in conversions while reducing CPA by 30%• Implement advanced marketing automation workflows and attribution modeling, establishing multi-touch attribution frameworks that improve campaign ROI measurement accuracy by 50%• Orchestrate cross-channel marketing campaigns integrating paid search, social media, programmatic display, and app store optimization, creating unified customer journey experiences• Lead international market expansion initiatives across APAC, EMEA, and Americas regions, adapting campaigns for local markets and achieving 150% growth in international user acquisition• Develop comprehensive analytics and reporting infrastructure using Google Analytics 4, Firebase, and business intelligence tools, enabling real-time performance optimization and strategic decision-making• Manage marketing technology stack integration including marketing automation platforms, customer data platforms (CDP), and attribution solutions to create seamless data flow and campaign orchestration• Mentor junior marketing team members and collaborate with cross-functional teams including product, engineering, and data science to align marketing initiatives with business objectives

Education

• University of Aberdeen

  Master's, Business Administration; Management

  2010 — 2011

• Punjab Technical University

  Bachelor of Science (B.S.), Biotechnology

  2006 — 2009

Skills

• Email Marketing Software
• Marketing
• Business Development
• Digital Marketing
• Customer Relationship Management (Crm)
• Market Research
• Online Marketing
• Mass Email Marketing
• Operations Management
• Content Writing
• Social Media Communications
• Negotiation
• Marketing Management
• Microsoft Office
• Sales
• Email Marketing
• Team Leadership
• Leadership
• Marketing Strategy
• Management
• Analysis
• Wordpress
• Communication
• Google Analytics
• Sales Management
• Business Strategy
• Travel Management
• Tourism
• Sales Presentation Skills
• Teamwork
• Team Management
• Small Business Marketing
• Crm
• Customer Service
• Customer Satisfaction
• Social Networking
• New Business Development
• Competitive Analysis
• Selling